文档介绍：Chapter10:CraftingtheServiceEnvironment祛痘rviewofChapter10WhatIsthePurposeofServiceEnvironments?UnderstandingConsumerResponsestoServiceEnvironmentsDimensionsoftheServiceEnvironmentPuttingItAllTogetherWhatIsthePurposeofServiceEnvironments?PurposeofServiceEnvironmentsHelpsfirmtocreatedistinctiveimageanduniquepositioningServiceenvironmentaffectsbuyerbehaviorinthreeways:Message-creatingmedium:municatethedistinctivenatureandqualityoftheserviceexperienceAttention-creatingmedium:petitionandattractcustomersfromtargetsegmentsEffect-creatingmedium:Usecolors,textures,sounds,parisonofHotelLobbies ()FourSeasonsHotel,NewYorkOrbitHotelandHostel,municatesandreinforcesitshotel’srespectivepositioningandsetsserviceexpectationsasguestsarrivePhysicalsurroundingshelpshapeappropriatefeelingsandreactionsincustomersandemployeesForexample:Disneyland,Denmark’sLegolandServicescapesformacorepartofthevaluepropositionForexample:ClubMed,LasVegas,Florida-basedMuvicoLasVegas:Repositioneditselftoasomewhatmorewholesomefunresort,visuallystrikingentertainmentcenterFlorida-basedMuvico:Buildsextravagantmovietheatresandoffersplushamenities.“Whatsetsyouapartishowyoupackageit..”(Muvico’sCEO,HamidHashemi)ThepowerofservicescapesisbeingdiscoveredServicescapeasPartofValuePropositionUnderstandingConsumerResponsestoServiceEnvironmentsTheMehrabian-Russell Stimulus-ResponseModel()Response/Behavior:ApproachAvoidanceandCognitiveProcessesEnvironmentalStimuliandCognitiveProcessesDimensionsofAffect:PleasureandArousalFeelingsAreaKeyDriverofCustomerResponsestoServiceEnvironmentsInsightsfromMehrabian-Russell Stimulus-ResponseModelSimpleyetfundamentalmodelofhowpeoplerespondtoenvironmentsTheenvironment,itsconsciousandunconsciousperceptions,andinterpretationinfluencehowpeoplefeelinthatenvironmentFeelings,ratherthanperceptions/evariableis“approach”or“avoidance”ofanenvironment,escanbeaddedtomodelTheRussellModelofAffect